Sustainability is an ongoing trend in the food industry, with many shoppers keen to buy the most ethically produced, often organic, products.
Swedish and British retailers are now opting to steer clear of using stickers to brand fruit and vegetables in order to cut back on plastic production and waste, The Guardian reports.
Instead, they're using "natural branding" in the form of laser marks on produce like avocados, sweet potatoes and coconuts.
The move is a push to reduce the use of plastic, carbon emissions and energy waste, which supermarkets claim will appeal to their growing cohort of organic shoppers.
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"Organic sales are driven by environmental awareness, like climate change and belief in health benefits," a spokesperson for Swedish supermarket ICA told The Guardian. "Younger shoppers also choose products depending on the environmental impact of the packaging. And we know that this will be very important in coming years."
Closer to home, Woolworths' Head of Produce here in Australia, Scott Davidson, agrees the organic market is booming.
"In the last year alone we've sold over 13 million kilos of organic fruit and vegetables, which represent an increase of almost 10 per cent on the previous year," Scott shared with Lifestyle. "Organics is, in fact, growing 33 per cent faster than non-organic categories."
In fact, Australian Organic reports even people who don't consider themselves "green" are opting for organic products in supermarkets, with the most recent figures indicating at least 69 per cent of shoppers bought an organic certified product over the past year.
Millennials are among the biggest cohort of organic shoppers, with 66 per cent saying they would pay more for a product committed to a positive social and environmental impact.
With the trend continuing to rise, many are hoping this will lead to a drop in the price of organic produce.